Is the HVAC Industry Racist?
Is HVAC racist? I dont think so. I cant remember the last time I heard anyone in the industry express a racist sentiment. Of course, as a lily white guy,...
Can You Market Without Focus? A Parable to Learn From
The Mousetrap Series is about helping you sell more mousetraps, no matter what the mousetrap is that you sell. I dont care how good your mousetrap is,...
Creating READABLE Promotional Materials and Ads
The Mousetrap Series is about helping you sell more mousetraps, no matter what the mousetrap is that you sell. I dont care how good your mousetrap is,...
People Don't Care About You: They Care About THEMSELVES
by Matt Michel The Mousetrap Series is about helping you sell more mousetraps, no matter what the mousetrap is that you sell. I dont care how good your...
Promotional Writing: Long Copy Sells
The Mousetrap series is a must for small business owners. Todays message focuses on the great marketing debates of long versus short copy and left-brained...
Give Customers a Reason to Act: Use Soft Offers
The Mousetrap Series is about helping you sell more mousetraps, no matter what the mousetrap is that you sell. I don't care how good your mousetrap is,...
We Have No Technician Shortage: We Have a Surplus of Owners
Everyone worries about the lack of technicians in the HVAC industry. Not me. Weve got plenty of technicians. Our problem is weve got too many owners....
Build A Better Mousetrap: It Begins and Ends with Marketing
The Mousetrap Series Begins. Initially published in 2003, this series is about how to build a better mousetrap and make your business more successful....
Why Should You Focus On Writing Good Headlines?
The Mousetrap Series is about helping you sell more mousetraps, no matter what the mousetrap is that you sell. I don't care how good your mousetrap is,...
The Most Underappreciated Guy in the Industry
by Matt Michel Technicians and retail salespeople operate where the rubber meets the road in the HVAC industry. If you said they're the most important...
Time to Smell The Certification Java
by Matt Michel It's time for the certification holdouts to wake up and smell the java. Technician certification is here. NATE is it. Get with it or get...
Big Daddy Is Not Your Friend!
by Matt Michel Big Daddy Manufacturer is easy to like. Big Daddy takes you on trips, buys you meals, invites you to meetings, and gives you plaques. Big...
16 Ways to Make Your Print Marketing Shine
If youd like to build a more profitable service business, the place to start is with your marketing. Its not easy for contractors to market proactively....
I Have Seen the Enemy...
by Matt Michel The letter was stuffed in our mailbox without postage or an envelope. A headline across the top read, "From A Concerned Neighbor." The...
Sound the Trumpets & Blast the Horns
by Matt Michel Recently, the Airconditioning and Refrigeration Institute (ARI) held a summit of industry leaders to discuss ways we can improve the image...
